MODERN MARKETING + MEASUREMENT
FINDINGS FROM OUR POPULAR PODCAST SERIES
The Last-Click Lie: Why Most Marketing Measurement Is Still Fundamentally Broken
Across the industry, CMOs are confronting an uncomfortable truth: the dashboards they’ve relied on for years often provide a distorted picture of what drives growth.
Marketing Mix Modeling Is Back — And This Time It’s Running the Business
When measurement frameworks help answer questions about revenue growth, profitability, and long-term brand equity, marketing becomes easier to defend—and easier to expand.
The New Marketing Currency: Why Data Collaboration Is Replacing Third-Party Tracking
Marketing will remain data-driven, but insights will come from aggregated patterns and trusted collaboration rather than ubiquitous tracking.
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Fast, Accurate, Anchored: A Modern Take on Classic Measurement with Liquid Mix™
Why choose between speed and accuracy when you can have both? -
Rethinking Difference: Cognitive Diversity As A Creative & Business Advantage
Research shows that neurodiverse teams foster greater innovation, generate higher revenue, and build deeper cultural relevance. -
Google AdTech Antitrust Remedies: What’s Likely, What’s Needed
Google’s been found guilty of violating antitrust law in AdTech. -
Future-Proof Performance: Maximize Measurable Media Outcomes in Uncertain Times
As marketers navigate persistent economic uncertainty, stop dwelling on the unknown and focus on the media and measurement strategies proven to drive business growth. -
Cross-Platform Reality: Tracking Audiences in a Fragmented World
In today’s media landscape, audiences are everywhere — streaming, mobile, social, and linear. -
Beyond the Payout: How Risk Management Drives Fan Engagement and ROI
Big promotions come with big potential… and big questions. -
From Query to Cart: How Search is Moving Audiences from Discovery to Action
Search today is more important—and more dynamic—than ever before. -
How to Perform in the Performance Era with Brand
Marketers and brand leaders know the industry has become addicted to short-term performance metrics like Last Click and ROAS — but those numbers rarely capture the full story. In this session, Mike Menkes, Group SVP at Analytic Partners, will share ROI Genome® insights that reveal why the most successful brands are rebalancing toward strategies that connect brand in order to drive performance. -
From Full Funnel to Full Focus: A New Era of Performance Advertising
Full-funnel marketing has been a staple of advertising strategies for years, but industry trends are sparking a new way of thinking about the old model. -
ID for Every Ad: Why Universal Ad Tracking is the Industry’s Next Imperative
Advertising is leaking money, about $27 billion a year thanks to fraud, duplication, and a messy, fragmented digital ecosystem. -
The Future of Advertising: Precision Marketing Powered by Transactional Data
The era of marketing guesswork is over. -
Turning Up the Volume: How to Supercharge Omnichannel Reach
Join Bayer, Spotify, and The Trade Desk as they explore how brands can integrate programmatic audio into the omnichannel mix —reaching new audiences, unifying messaging, and proving performance.
latest posts
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Inside a Student-Run Ad Agency (Spoiler Alert: Its Clients Include Siemens)
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CTV Has an Ad Load Problem. Smart TV Gaming Is the Way Out.
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The Washington Post’s Dylan Wells on Creators, Politics and the Future of Media
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Elizabeth Newton, Founder of enewton
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A Custom Algorithm Is Only as Good as the Planning Around It
